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For the first time, passengers on Konkan railway’s two trains will be able to shop for watches, music systems and jewellery onboard, an official said here Wednesday.

The new service, to be launched Thursday (Valentine’s Day), will offer attractive and utility products for sale to passengers of the Konkan Kanya Express and the Mandovi Express, which link Mumbai and Madgaon in Goa.

“This is an endeavour to provide better customer services, make the journey more pleasurable and enjoy the feel of the products while shopping in their seats during the journey,” said an official spokesperson for Konkan Railway Corporation (KRC).

Messrs Ava Merchandising Solutions Pvt Ltd has been authorised to sell various products at heavily discounted and competitive rates to the passengers, he said.

These articles on sale include ladies accessories, writing instruments, audio-visual products, perfumes and toys, among others, he said.